Google to Collect TiVo Ad Data

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TiVo and Google said Tuesday that the two companies have teamed up to allow Google access to data collected as part of Google’s TV Ad program.

The data collected will only be used with Google’s TV Ads, a specialized program, that as the name suggests supplies ads to TV platforms. To date, Google has served 100 billion ad impressions, and has collected data from several million TV viewers, Google said.

As Google executives indicated at the Streaming Media West conference last week, Google prizes access to data, and the additional information provided by the ad feedback will certainly be of interest to its ad team. The data will be collected anonymously on a second-by-second basis covering digital cable, satellite, over the air, and other media.

“Working with Google is an important milestone for our audience
research business and represents a shared approach to developing
innovative products and services to help the media industry better
understand the effectiveness of ad campaigns in an evolving TV
landscape,” said Todd Juenger, vice President and general manager of
TiVo audience research and measurement, in a statement. “Among the many
innovative aspects of Google TV Ads, a critical role is in its ability
to measure specific commercial ratings not simply averages, which is a
key attribute of the TiVo data. By using TiVo’s massive samples and
second-by-second granularity in its currency measurement, Google TV Ads
can now provide an order of magnitude of improved accountability for
advertisers.”

The ad program will not be affiliated with TiVo’s own in-house
research products, including the Stop||Watch ratings service, TiVo
said.

Post corrected at 10:15 AM to correctly state the number of viewers from which Google has collected data.